7 channels for effective MSP Marketing – a free guide with the marketing mantra for success

There are several surveys to show that Marketing, for a majority of MSPs and IT Service Providers, is an ignored area. Since most of their investments are absorbed in hiring skilled resources and researching new technologies, marketing remains something that they do not like to delve in and consider it to be an overhead. In the past, referrals and word of mouth were the only way that MSPs were doing marketing but expectations have changed. It’s time for them to get serious about marketing.

Since marketing is that of least priority, MSPs miss a critical opportunity to expand and grow. The confidence in marketing and marketing personnel is quite low. MSPs tend to have a single (or no) marketing resource who is expected to drive the function single-handedly and magically open a flood of leads month after month.

MSPs need to understand the reality that marketing is a multi-faceted role that requires specialists in each area. Social Media, Content Marketing, Digital Marketing, PR and Event Marketing to name a few. If it is difficult to hire a specialist in each area, the one solution that will work for MSPs is to hire a specialized Digital Marketing Agency that has in-depth understanding of how Marketing works for MSPs. Why is it critical for a Digital Marketing Agency to have worked with MSPs to deliver success? One can’t have MSPs to have the same marketing strategy as other domains. Different tactics must be applied to make marketing successful. Let’s explore what are the 7 channels, which as per Digital Success Agency’s’ experience, work like the magical marketing mantra for MSPs.

1. Event Marketing

There are big benefits of participating in industry relevant events. There is a great chance for the MSP to get brand recognition and being able to get some media attention. The more attention you give to promoting your brand at the event, the more the brand will stand out from the crowd. It’s a great opportunity for a one-to-one interaction with your potential clients. Most importantly, event marketing is the best way to network with industry influencers, leaders and media.

2. Content Marketing with Content Upgrades

The MSPs don’t have to necessarily promote original content. They can market white papers, blogs, eBooks and other collateral from their partners. MSPs can make customizable content to be part of their content marketing strategy, and syndicate informational content. In all the marketing collateral shared, content upgrades should be used as lead magnets. Content upgrades are used as an attraction for bonus content that people can get if they leave their email ids. Rather than spreading them across the website, content upgrades are integrated within content that people are already consuming.

3. Geo Fencing Tradeshows

Depending on the location of the event, the MSPs can establish a digital perimeter around a business relevant event or tradeshow. Smart devices that enter the geo fenced area are tagged, and the devices that are tagged can be served advertisements in real-time. The landing page, after somebody clicks on the ad, can be directed to the targeted prospects for a successful geo fencing tradeshow campaign.

4. Up-to-date Website

With the influx of many new websites, MSPs just can’t afford to keep their websites outdated. Not only in terms of content, the design of the website must be updated regularly. For examples, a website that is not responsive has no meaning in today’s time when most of the consumers access websites only on their smartphones.

5. Local SEO

To target local prospects, the local search engine strategy can help to optimize the website with locally relevant keywords. The chances of reaching potential customers can hugely increase with the right kind of the Local SEO strategy (but which is highly targeted and timely). The Local SEO strategy should cover both mobile and desktop search results.

6. MDF / BDF from Partner Channel Programs

Large channel partners usually have a substantial Market Development Funds (MDF) and Business Development Funds for vendors. It is an excellent support for marketing efforts to grow partners and resellers in the indirect channel industry. Well-executed MDF and BDF programs can help to drive the marketing ROI and high performance.

Conclusion

There are experts who will tell you that most of the marketing techniques will not work for MSPs as they are not committed to continued marketing efforts. Unfortunately, it is true to some extent. MSPs need a different perspective to many any marketing effort successful. Each marketing goal needs to be tied to a different result. For example, every effort may not yield leads. Some marketing initiatives must be invested to understand the business, build a value proposition, and build the brand of the MSPs. Today’s marketing mantra is letting marketing target people rather than other businesses. It is the foundation of a solid marketing strategy for any MSP.

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The mission and goal of Digital Success is to provide the best digital marketing services in the world for small businesses to achieve unprecedented growth. As pioneers of this path for 17 years, we maintain our non-negotiable standard of excellence every day.

Over these years we’ve built a digital understanding of which there is no competition. Leveraging this powerful knowledge and experience is how we create the online connections that deliver real results for our clients day after day.